At the helm now is Nicola Walker, who joined as a Saturday girl when it first opened in Short Street back in 1977.

On the big 40, which is being celebrated with special offers, she said: “I think the success is down to the loyal customers who probably came as children when Wendy first opened the shop, then brought their children and grandchildren – as well as the dedicated support of loyal staff who have provided good old fashioned customer service.”

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A second store on Cleethorpes High Street opened in 1991, initially focusing on babywear and fashion, but they were consolidated on the High Street – where it remains – in 2002.

Maria Hodson and Nicola Walker at Greenswear, High Street, Cleethorpes

Wendy, who fought breast cancer and lost her son in the latter years, had worked in the business until 2015. She was originally a party plan organiser, a role which overlapped with the opening as Nicola being asked to get involved with orders there too.